UX Preferences in Global Markets

Enterprises can’t afford to have users fail to complete a critical task on their website, find what they need, or fill out a form. These failures point to bad UX, which is a huge a blow to a corporate brand, customer satisfaction, and, down the line, sales.

Our client, a provider of hybrid cloud and big-data infrastructure solutions, knew that their user experience wasn’t optimal—too many bounces, low conversions, and little time spent on pages. To fix it, they challenged us to research how their customers typically interact with local language websites—in seven markets. They needed to find the sticking points and get recommendations on how to give target-market users the best experience possible.

Here’s what we did

  • Gave 1,200 online consumers in the seven markets a series of tasks to complete
  • Deployed our proprietary Think-Track™ eye-tracking technology to measure behavior (direction and speed of eye movements)
  • Conducted a survey of users to determine attitudes towards the web content
  • Aggregated large volumes of behavioral data, allowing quick comparisons between different layouts and user groups
  • Made recommendations to our client on how to change content, layout, and design to optimize UX for each country/region
  • Validated the tweaked designs with A/B testing

Results? Across the board increases in:

  • Time on page
  • Conversions
  • CTA clicks
  • Form submissions